As 56 of the world’s top anglers descend upon Alabama’s Lake Guntersville for the 2014 Bassmaster Classic, expo attendees and industry insiders are learning more about the revitalization of one of fishing’s most iconic brands.

Representatives of Bagley Bait Company, the 60-year maker of lures synonymous with outstanding action, are at the Classic, touting the combination of renewed focus and legendary results that will guide the company as it aims to reinvigorate the brand.

“Serious fishermen know that when you fish a Bagley, you’re going to use a lure that will provide you with the best action on the market,” says Don Hultstrand, president, Bagley Bait Co. “That not only means lure action that bass find irresistible, but also, by extension, a bass fishing experience like no other. That’s our lure, and the revitalized Bagley brand will be constructed to communicate and share that experience with anglers.”

It’s a natural fit for the historic brand to discuss its future in conjunction with an event that has helped represent its effectiveness on angling’s greatest stage. The Bassmaster Classic was won using a Bagley lure in 1974 (BALSA B3), 1976 (HONEY B), 1982 (DB3), 1986 (DB3), and 2004 (BALSA B2).

“Pros have a job to do when they hit the water. Their livelihood depends on it. We take great pride in the fact that when it’s more important than ever to trigger strikes, pros have turned to our lures and often been rewarded with angling’s biggest prize,” Hultstrand says.

Among the pros sponsored by Bagley for the 2014 season are FLW Tour fishermen Drew Benton, a 25-year-old Floridian who won as a rookie last year on Lake Okeechobee, and upstart Mississippi angler Brock Mosley.

Bagley Bait Company got its start in 1954 when Jim Bagley, an inventive and passionate fisherman and entrepreneur, purchased a dormant pork rind company and worked closely with bass fishermen to develop a better pork rind bait. By 1960, Bagley was using new balsa wood technology to develop heavier and more castable baits for the bass market. That first bait would become the widely successful Bang O Lure. Jim Bagley also pioneered the first and most successful square lipped balsa bait in the market today – the timeless Balsa B.

In 2010, after several years of ownership changes, Bagley was purchased by two men intent on honoring those original baits while using their tremendous industry experience to rebuild the legendary brand. Bill Cullerton and Jarmo Rapala continue that quest today within the newly reorganized company. All involved are intent on nurturing that unique and classic Bagley action that has always made Bagley lures the world’s best in bass fishing and bringing new life to the brand through innovation, a passion for fishing and a commitment to excellence.

Bagley Bait Company recently engaged broadhead, a strategic communications agency based in Minneapolis, to help reinvigorate the brand and establish vehicles for regular, direct communications with anglers. “Our team at broadhead is passionate about both fishing and marketing,” Hultstrand explains. “They bring a fresh perspective that meshes with our vision for the brand. We’re very excited about this partnership and think our customers will appreciate broadhead’s approach to making sure anglers get the information they need to be successful on the water.”

For more information on Bagley Bait, visit

Logo courtesy Bagley Bait

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